Hearts On Fire Rebrands, Releases Signature Collection

Hong Kong—Hearts On Fire announced its new brand identity and signature collection on Thursday, a move to create modern jewelry and experiences that make diamonds enjoyable and approachable. 

The rebrand includes a new visual identity, the opening of a retail concept, and the launch of a signature collection as well as an updated website, social media presence, and visuals. 

The brand’s modernized logo uses a contemporary color palette and a monogram intended to reflect the fluid nature of light, said the brand. 

A new retail space was created with Joyce Wang, an acclaimed interior designer, and will open in Hong Kong this summer. 

It was developed to present an open and welcoming diamond experience for customers, said the brand. 

This retail concept will also be rolled out in its other key global locations, with the brand’s wholesale network undergoing a strategic upgrade worldwide. 

“For almost three decades, Hearts On Fire has focused on our signature diamond cut, becoming renowned for the unparalleled light of our diamonds,” said Rita Maltez, global president of Hearts On Fire. 

“We remain true to this DNA while furthering our unique vision to welcome and empower our audiences. We are excited about this new chapter that positions us as a true contemporary luxury brand, at the forefront of how diamond customers are evolving.” 

Along with the rebrand, Hearts On Fire is releasing a new signature collection named “Barre.”

The collection was inspired by “the vibrant energy of the metropolis.”

Every piece in the collection features diamonds that appear to float due to the way they are set.

“Our ‘Barre’ collection epitomizes the new creative expression of Hearts On Fire, where we believe in wearing diamonds with ease and a little attitude, and in taking pleasure in the blazing beauty they bring to even the simplest moment,” said Yunjo Lee, chief creative officer at Hearts On Fire.

Debuting along with the “Light, Unleashed” campaign, the “floating” gemstones are meant to showcase the idea of diamonds that are set free, unleashing their brilliance and light.

The Barre collection is available at Hearts On Fire’s updated website and at selected retail stores.